Michelle_Ch4

Brand Loyalty

The book defines brand loyalty as a preference for a particular brand that results in its repeated purchase. For instance, my mom has always used Downy detergent, so when I got to college that is what I used to wash my clothes with. It's just a product that I have always been surrounded by and felt loyal to.

However the article I found, disputes this idea. The article talks about the death of brand loyalty and what really caused it which was basically people becoming bored with the old "tried and true" products they have always used. It says in the old world, loyalty was something everyone aspired to give, but with the generational changes, thats just not true.

"90% of the leading household goods brands are losing market share on consistently low-growth categories."

The article says that the it is not the brands inability to work, but rather their failure in trying to seem like a new and interesting option. I can see how this is true because people are always looking for the next new thing, which isn't bad, but it is hurting products that have been around for many years.

http://www.forbes.com/sites/kathleenkusek/2016/07/25/the-death-of-brand-loyalty-cultural-shifts-mean-its-gone-forever/#7e7981461797